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旅游推广策划:An Empirical Identification of Supporting Marketing Initiatives [4]

论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2010-12-13编辑:anterran点击率:14410

论文字数:14523论文编号:org201012131149363128语种:英语论文 English地区:美国价格:免费论文

关键词:Film tourismdestination marketingproduct placement

f film tourism is that it can beenduring. A film can continue to draw visitors year after year.Riley, Baker, and van Doren (1998) found that although thepeak of interest comes after a film is released, a 54% increasein visitation was evident at least 5 years later in the 12 filmsthey studied and images are often retained for a long time.These enduring effects would explain the success of somedestinations that have redeveloped locations to make film
connections more apparent and boosted tourism even when
the film is not new (Grihault 2003).
However, there are a range of potential drawbacks to film
tourism. Riley, Baker, and van Doren (1998) say that even
before the release of a film, prices may have been driven up by
the influx of production crews. When the tourists do arrive,
Beeton (2001a) suggests that by creating a new, intrusive style
of tourism, the traditional budget holiday-maker is disenfranchised.
Tooke and Baker (1996) propose that very often, thefilm location will not have the carrying capacity to cope withlarge increases in visitors. This could result in a number ofpossible undesirable consequences, such as increased vehicletraffic, pedestrian congestion, and loss of privacy and localfacilities for locals. The destruction of the natural environmentis also a concern. For example, the filming of The Beach and
the consequent film tourism resulted in extensive environmentaldamage to Phi Phi Lae Island in Southern Thailand Another problem that could occur is that when the locationappears different than how it is portrayed in the film, theremay be a resulting loss of visitor satisfaction (Beeton 2001b).
FILM TOURISM SUCCESS FACTORS
Despite the growing body of research relating to filmtourism, no attempt has been made to identify the criticalfactors behind this fast-growing phenomenon. Figure 1,therefore, is the first theoretical model to present the keyinfluences on film tourism. The model suggests that film
tourism will depend on the following five factors: destinationmarketing activities, destination attributes, film-specificfactors, film commission and government efforts, and locationfeasibility. The focus of this article is on the left side ofthe model, the destination marketing activities related tofilm tourism. Despite suggestions that destination marketershave neglected this very effective form of publicity (Cohen
1986), a review of the secondary research related to filmtourism suggests that some destinations have leveraged thevisibility that films provide and benefited by showing a significantrise in visitor numbers following a film’s release.
The 31 marketing activities in the model are based on this
388 MAY 2006
Downloaded from http://jtr.sagepub.com at University of Stirling on April 27, 2009
secondary research. The model suggests that destination
marketing organizations (DMOs) can engage in a variety of
marketing activities both before and after release of a film,
and these are described below.
MARKETING ACTIVITIES BEFORE RELEASE
Despite the fact that DMOs often cannot be selective of
films being produced, they can be proactive in promoting their
locations to film producers. Most destinations have a shortterm
focus that facilitates film production, concentrating on
the associated economic impacts (Croy and Walker 2003), but
some are becoming active in encouraging producers to make
films in their region to benefit from the long-term t论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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